You are sitting down at your laptop, ready to respond to the help-wanted from a consulting company in national security. Your cover or pitch letter will be perfect if you make explicit reference to the implications of the Paris massacre.
That gives you the opportunity to both showcase your insight about world events and put a human face on your application. Frontload that in the first paragraph.
"I was thrilled to find out that your company, a leader in security, is searching for talent. The tragic events in Paris have made your mission critical for saving civilization. My experience in ___ (your special expertise) ..."
Yesterday, I had recovered emotionally to create a pitch letter to think tanks and trade associations involved with security. I emailed them last night. The response was immediate. Never had that happened before. This was the first time that I had tied an event to the kind of services I offer.
Today, in my marketing for 2016, I then created a pitch letter for companies whose products contain high amounts of sugar. I included the article I had published on the new kind of attack which is taking place against sugar. I have just completed that mailing.